Changing the Script: When to Rethink Your Working Assumptions

Leaders and entrepreneurs frequently operate under a set of assumptions about their market, their customers, or their products that can drive strategy. But when those assumptions prove faulty or circumstances change, sticking to them can be costly.

?A classic example of this principle in action comes from Steven Spielberg's Jaws (1975). Originally, the film was supposed to feature a mechanical shark in multiple scenes. However, technical failures continuously caused the robotic shark, nicknamed "Bruce" to keep malfunctioning, delaying filming and threatening to derail the entire project. Faced with this challenge, Spielberg shifted his approach and made a bold creative move: rather than showcase the shark extensively, he used the camera's perspective, music, and audience imagination to build suspense in most scenes. The result? One of the most terrifying and successful films in history.

?The lesson for businesses is clear: knowing when to pivot or adjust assumptions can turn setbacks into breakthroughs. Here's when and how leaders should consider changing the script.

?When Your Core Assumption Fails

Just as Spielberg assumed his mechanical shark would function reliably, businesses often assume their technology, supply chains, or marketing strategies will work as planned. When those assumptions break down due to technical issues, market shifts, or unforeseen circumstances, and decision must be made on whether to double down or pivot.

When Customer Behavior Signals a Shift?

Spielberg realized that less shark on screen made the film scarier, defying conventional wisdom. Early review feedback cemented the strategy. Similarly, businesses must listen to customers and adapt accordingly.

When Market Conditions Change

Sometimes external forces demand a script change. Just as Spielberg had to adjust due to mechanical failures, businesses must pivot in response to supply chain disruptions, economic downturns, or industry-wide shifts.

When a New Opportunity Emerges

Some of the best business moves come from recognizing an unexpected advantage. Spielberg didn't just adjust to the broken shark; he leveraged it to create a more suspenseful film. Similarly, businesses should remain flexible enough to seize new opportunities when they arise.

A Few Examples of Thes Principles in Action:

• Netflix' s Shift from DVDs to Streaming- Netflix built its early success on DVD rentals by mail. However, as broadband internet improved, leadership recognized that streaming was the future. Had Netflix clung to its DVD-centric model, it might have suffered the fate of Blockbuster. Instead, it changed its core assumption and became a global leader in digital content.
• Tesla's Focus on Software Over Hardware= Automakers traditionally built cars based on hardware innovation, assuming vehicle updates would require physical modifications. Tesla flipped this script by prioritizing over-the-air software updates, treating cars more like smartphones. This assumption shift gave Tesla a competitive edge in an industry undergoing rapid technological transformation.
• Instagram's Pivot to Photo Sharing- Instagram started as a check-in app called Burbn, but its founders noticed users were engaging most with photo-sharing features. By changing the script and focusing entirely on images, they created one of the most successful social media platforms.

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Embrace the Rewrite

Great leaders, like great filmmakers, know when to change their approach. Whether it is an unexpected failure, a shift in customer behavior, or an evolving market, the ability to pivot is critical for long-term success. Spielberg's decision to rethink Jaws didn't just save the film, it made it legendary. In the same way, recognizing when to rewrite your strategy can turn obstacles into competitive advantages.

?The key takeaway? Don't be afraid to change the script. It might just be the move that defines your success.